Introducing value-based framing as a strategy for communicating CSR

Abstract

Purpose

The purpose of this paper is to test how framing of CSR messages, based on a value-theoretical framework, impacts consumer perception of the CSR message.

Design/methodology/approach

Quantitative study in the form of an online survey strongly inspired by classical experimental design.

Findings

Findings demonstrate that explicit communication of CSR framed as a corporate competence, and to some extent also as something personally relevant to the receivers, positively impacts evaluations of CSR messages and the companies behind them.

Research limitations/implications

Findings indicate that CSR messages could increasingly emphasize corporate competence with a lesser focus on moral ideas and commitments, and that framing strategies can be effective in creating CSR messages that will be positively evaluated by young consumers.

Originality/value

This study contributes by providing new insights into how value-based framing of CSR messages can increase credibility and relevance and thus help facilitate the complicated task of communicating CSR by way of suggesting a new CSR communication strategy framework.

Citation

Schmeltz, L. (2014), "Introducing value-based framing as a strategy for communicating CSR", Social Responsibility Journal, Vol. 10 No. 1, pp. 184-206. https://doi.org/10.1108/SRJ-06-2012-0065